Key Takeaways from Nir Eyal’s Talk at NUS-ISS: Author of “Hooked” and “Indistractable”
Nir Eyal, author of “Hooked” and “Indistractable,” spoke during a session titled “Driving Product Engagement for Public Good” at the National University of Singapore (NSU-ISS). He offered insights on building products that engage users and benefit society. These tips are really useful if you’re making a product for customers and applicable in general as well.
- Please note that I used Artificial Intelligence(ChatGPT) to explain the important concepts.
The Skinner Pigeon Experiment
B.F.Skinner who is the father of operant conditioning introduced The Skinner pigeon experiment. Skinner placed pigeons in a box and discovered that they associated the delivery of food with whatever random action they had been performing at the time of feeding, leading to superstitious behavior. This phenomenon demonstrated how reinforcement can shape behavior, even without a logical connection between the action and the outcome
Learn more about it here: https://hackeducation.com/2018/06/15/pigeons
We tend to rebel when we feel manipulated
We naturally push back when we feel someone’s trying to control us because our freedom is key to who we are. Feeling manipulated sparks a need to stand up for our own choices and independence.
Persuasion vs Coercion
Persuasion is about influencing others through reasoning and logic to convince them willingly. It is viewed as a positive and ethical method to bring about change or action. An instance is a salesperson persuading a customer to buy a product by emphasizing its benefits
Coercion, on the other hand, uses force or threats to make someone comply against their will. It is seen as negative and unethical. An example of coercion is when a person is threatened with signing a contract under duress.
External Trigger vs Internal Triggers
External triggers are events or stimuli from the outside world that prompt a reaction or behavior in us. For example, receiving a text message notification can trigger us to check our phone immediately.
On the other hand, internal triggers originate from within ourselves, such as emotions, thoughts, or physical sensations. An example of an internal trigger is feeling anxious before giving a presentation. Understanding the difference between external and internal triggers can help us better manage our responses and behaviors in various situations.
Improve the safety of apps, don’t just remove them
When it comes to consumer software applications, if there’s a problem with an app’s security or privacy, it’s better to fix these issues rather than completely getting rid of the app. For example, if a photo-sharing app has a bug that could let hackers steal personal information, the app’s developers should update the app to fix this security hole.
Don’t ban the ship, make it safe
Instead of banning the ship altogether, let’s focus on making it safer for everyone on board. This means implementing better safety protocols, conducting regular maintenance checks, and providing proper training for the crew.
For example, installing life-saving equipment and ensuring all passengers wear life jackets can greatly improve the safety of the ship. By taking these proactive measures, we can ensure that everyone can enjoy a safe and pleasant journey at sea.
In marketing, it’s crucial to forge an emotional connection
As a marketer, it’s important to tap into people’s emotions. This means understanding what makes them feel happy, excited, or even nostalgic, and using that to create meaningful connections with your audience. For example, a car commercial might evoke feelings of freedom and adventure to appeal to potential buyers.
Similarly, a charity campaign could aim to trigger empathy and compassion in viewers to encourage donations. By connecting to emotions, you can make your marketing messages more relatable and impactful.
Carrot vs Stick
The concept of the carrot and the stick in behavior psychology is all about using rewards (carrot) and punishments (stick) to influence behavior. This method taps into people’s motivation by offering positive incentives while also having consequences for actions that are not desirable.
For instance, in a workplace, an employee might be given a bonus (carrot) for meeting specific performance goals, but could also face a potential pay cut (stick) for consistently falling short.
In parenting, a child could earn extra playtime (carrot) for finishing their homework on time but might lose screen time privileges (stick) for misbehaving or not following rules.
The first rule of drug dealing
The first rule in drug dealing is to never use the drugs you’re selling. This ensures clear judgment and prevents addiction, which could lead to erratic behavior or even consuming your profits. For instance, a dealer using their own cocaine might become too impaired to make smart business decisions, while one who smokes their own marijuana stash risks running out of product to sell.
When making products, break the first rule of drug dealing: use your own product to test how well it works.
Information is in abundance, but turning it into knowledge is scarce
There’s plenty of information out there, but it takes skill and understanding to transform it into useful knowledge.
Distraction vs Traction
Distraction can divert your focus from your true goals and intentions, leading to a loss of productivity and effectiveness. For example, constantly checking social media while working can hinder your ability to concentrate on important tasks. Similarly, getting caught up in negative thoughts can prevent you from staying positive and motivated towards your objectives.
While traction is the ability to stay focused and make progress towards your goals. Setting specific goals and working towards them daily can help you gain traction in your personal development.
Be a scientist, not a drill sergeant.
This means approaching situations with curiosity and a willingness to explore, rather than being overly authoritative or demanding. For example, instead of commanding someone to do something, ask questions and gather information to understand the situation better.
Use Time-Boxing
Time-boxing is a great way to manage your time effectively. It involves setting aside a specific amount of time for a particular task, which can help you stay focused and get more done. This technique creates a sense of urgency that can boost productivity and efficiency.
By using time-boxing, you can better manage your workload and avoid procrastination. It motivates you to finish tasks within a set timeframe, making it easier to tackle big projects by breaking them into smaller, more manageable parts.
Half the emails we receive are unnecessary, and half of those we send should never be dispatched.
Many inboxes receive unnecessary emails. Sometimes, we send messages too quickly. Remember that sending fewer, meaningful emails is important for effective communication. Always do thoughtful communication!
Perfect is the enemy of good.
Trying to make something perfect can stop you from finishing it. Sometimes, it’s better to do a good job and move on instead of trying to make it flawless.
Planning Fallacy
The planning fallacy is when people underestimate how long a task will take to complete, even if they have experience with similar tasks. This can lead to delays and problems because they don’t account for unexpected issues or challenges that may arise. That’s why evaluate productivity by tasks finished, not just check marks.
Reactive Work vs Reflective Work
Reactive work often involves immediate responses to incoming demands, like emails, phone calls, and instant messages. It’s characterized by its urgency and insistence for attention, typically dictating the flow of your day.
Reflective work, on the other hand, requires deep focus and is driven by strategic thinking and planning. It’s essential for long-term success and innovation but can be overshadowed by the pressing nature of reactive tasks.
To achieve a balance, it’s crucial to carve out dedicated time for reflective work amidst the chaos of reactive duties. This ensures that both the immediate and future needs of your projects are met with equal diligence.
Circuit Breaker required
Social media and gambling sites need to stop taking advantage of addiction weaknesses. It’s important to put in a circuit breaker for safety.
Data Gossip is bad
Data gossip can lead to problems like spreading false information or harming someone’s reputation. Make sure to check the facts before passing on any information to prevent spreading untrue rumors.
Conclusion
It is important to make products that are safe and good for everyone. Don’t take advantage of people’s vulnerabilities. Your products should add value and help them form better habits.
If you found this article valuable, share it with those building consumer or enterprise products.
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